Space Planning of the Future

The 2024 CMA | SIMA Conference is excited to put a spotlight on Space Planning for the second year in a row with a dedicated track and an incredible lineup of speakers. ARC’s Space Planning Community has been hard at work over the last year producing content and training, hosting webinars, and growing its member base.

Members of ARC’s Space Planning Community, leaders in both macro and micro space planning, are eager to share best practices on topics including scorecarding, twin stores, and micro-space optimization. Space Planning leaders from Peapod, O’Reilly’s Auto Parts, Pepsi, Home Hardware, and more will present case studies and their vision for the future of Space Planning.

Last but certainly not least, space planning will take center stage with a keynote presentation by Kevin Kelley, award-winning architect, experience designer, and co-founder of the bi-coastal strategic design firm Shook Kelley. Retail stores have done a lot over the last twenty years to evolve and enhance their store environments to meet shopper needs and wants, the big question today is whether past store design strategies will work in the future.

Space Planning Conference Track Speakers

Keynote

Kevin Kelley headshot

Kevin
Kelley

Principal and Co-Founder

The Bonfire Effect: How to Create Stores That Survive and Thrive in a Digitally Dominant Era

“We live in a time of digital replacements, where everything we used to do physically in place—shopping for groceries, getting dinner at a restaurant, and going to the movies— can now be achieved virtually online.

So how can place-based entities survive, much less thrive, in an era of digital dominance? By creating irreplaceable places that have the power to convene people around a quality that Kevin Ervin Kelley calls the Bonfire Effect.

Through engaging storytelling, human behavior insights, and real-world case studies, Kevin Ervin Kelley—an attention architect and cofounder of Shook Kelley, a strategic design firm that pioneered the field of “convening”—unfolds why physical places are essential to business, community, and civil society. ”

Kevin Ervin Kelley, AIA, is an award-winning architect, experience designer, and co-founder of the bi-coastal strategic design firm Shook Kelley. As a lifelong advocate of bringing people together in prosocial settings, Kevin’s expertise is in studying how the environment of a place affects our behavior, perception, and decision-making. Since opening their firm’s doors in 1992, he has worked with executive leadership teams for some of the world’s most well-known brands, such as The Harley-Davidson Motor Company, Whole Foods, Kraft Foods, The J.M. Smucker Company, The Cleveland Orchestra, professional sports teams, universities, urban districts, and hundreds of local and regional businesses to stay relevant and profitable in our rapidly changing modern landscape.

Space Planning of the Future

Meriyem Kaf headshot

Meriyem
Kaf

Director Merchandise Strategy & Execution

Home Hardware logo

Shaping Tomorrow: A Roadmap for Virtual Twin Stores

Meriyem will review the present state of virtual twin stores within the retail sector. She will offer valuable perspectives from her own background, as well as those of her colleagues, highlighting the problems twin stores can address for retailers and suppliers. Additionally, she will outline the crucial components necessary for constructing a compelling business argument for virtual twin stores.

Meriyem Kaf is an international retail expert who has over 15 years of experience across 3 different continents. Meriyem’s extensive merchandising experience has given her the opportunity to hold various positions such as Category Management, Cost Analytics and Global Sourcing at some of the most well-known retailers in the world including Walmart, Sobeys, and currently Home Hardware.

Space Planning of the Future

Scott Taylor headshot

Scott
Taylor

Director of Space Capabilities and Transformation

Pepsi logo

Trailblazing Collaborative Macro Space Planning for Suppliers and Retailers

Co-presented with Erin Cathey. In retail, collaboration through data and insights leads to greater understanding and impactful solutions. Through pepviz™️, PepsiCo’s approach to forging strong retailer partnerships driving food and beverage sales through data and insights, we’ll highlight a case study applying our Space Optimization solutions to stop category leakage, and we’ll show how to deliver granular growth from store to SKU.

Scott serves as the Director of Space Transformation for Pepsico, where has has spent much of his career in a variety of roles including Category Manager for Small Format, Retail Space, and Supervalu. Prior to Pepsi Scott worked for IRI as FLNA Client Services. He currently lives in Dallas with his wife, 15-year old daughter, and dog Max.

Space Planning of the Future

Erin
Cathey

Shopper Insights, Capabilities & Strategy Manager

Pepsi logo

Trailblazing Collaborative Macro Space Planning for Suppliers and Retailers

Co-presented with Scott Taylor. In retail, collaboration through data and insights leads to greater understanding and impactful solutions. Through pepviz™️, PepsiCo’s approach to forging strong retailer partnerships driving food and beverage sales through data and insights, we’ll highlight a case study applying our Space Optimization solutions to stop category leakage, and we’ll show how to deliver granular growth from store to SKU.
As a creative marketing leader, Erin believes in leveraging brand storytelling and strategic insights to propel business growth and bolster brand equity. Currently leading pepviz, Erin is dedicated to elevating PepsiCo’s approach to collaborative partnership in addressing complex shopper challenges through data & insights. Prior to PepsiCo, she spent eight years at 7-Eleven, where she spearheaded consumer insights-based brand refreshes for iconic products like Slurpee and Big Gulp, and directed creative teams at Freeman in crafting experiential marketing solutions.

Space Planning of the Future

Kent Rodina headshot

Kent
Rodina

Director of Merchandise Presentation

Creating a Space Scorecard Horizon: Current Location vs. Future Destination

Co-presented with Tom Tester. Organizations seeking to create a space scorecard won’t want to miss this thought-provoking session. You’ll learn the questions to ask – and how you’ll need to evaluate your organization – as you consider this important initiative. What’s more, you’ll learn how understanding your current data ownership, merchandising hierarchies, technology capabilities, and funding will drive your project plan.

Kent Rodina serves as Director of Merchandise Presentation for O’Reilly Auto Parts. His team is responsible for planogram development and production along with supporting the signs, displays and fixtures for O’Reilly retail showrooms. Over the last 30 plus years, Kent has a variety of retail merchandising, space analytics, and promotional planning experience for both O’Reilly Auto Parts and Best Buy Corporation. Kent gets his strongest excitement and energy from the incredible team he has the pleasure working with each day.

Space Planning of the Future

Tom Tester headshot

Tom
Tester

Planogram Manager III

Creating a Space Scorecard Horizon: Current Location vs. Future Destination

Co-presented with Kent Rodina. Organizations seeking to create a space scorecard won’t want to miss this thought-provoking session. You’ll learn the questions to ask – and how you’ll need to evaluate your organization – as you consider this important initiative. What’s more, you’ll learn how understanding your current data ownership, merchandising hierarchies, technology capabilities, and funding will drive your project plan.

Tom Tester currently leads planogram activities with Peapod Digital Labs, a company of Ahold Delhaize USA. Tom’s teams support the objectives for ADUSA’s five Great Local Brands: Food Lion, The GIANT Company, Giant Food, Hannaford, and Stop & Shop. He is a seasoned, pragmatic professional with over three decades of progressive retail experience in field operations, corporate and supplier roles with Walmart, Kohl’s, Staples, Lowe’s, Family Dollar, and The Fresh Market. Tom and his teams are focused on continuous improvement through efficient, action-oriented processes, providing decision support and thought partnership to their business partners.

Space Planner Meet-Up

Want to meet other space planners? Keep an eye out for an informal meet and greet with other space planning professionals during our dedicated happy hour time.

Space Planning A La Carte Sponsors

Advisory Board Breakfast

Space Planning Rovers

Learn More about the Space Planning Community from ARC:

The Space Planning Community from ARC is a community of senior leaders and practitioners of Space Management at both global and regional retailers and the suppliers, manufacturers and brokers that support those retailers. Learn more about the incredible Space Planning Community dedicated to providing value to its members through networking, best practice sharing in visual merchandising, training, events, thought leadership content, and more. Click here to learn more about the Space Planning Community and membership options.